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The next generation of analytics is here: What you need to know about Google Analytics 4

Are you tired of sifting through stacks of data and not coming out with any actionable insights?

Are you only seeing siloed, device-orientated views of your customers on Google Analytics?

Are you worried about what privacy and compliance might mean for your digital analytics?

If any of the above rings true for you, we feel your pain. Up until now, Google Analytics has been reliant on a session-based model, meaning you’re only seeing user interactions within a given time frame. Translation: you’re only seeing part of a much bigger picture.

But the launch of Google Analytics 4 (a.k.a. the next generation of digital analytics) offers you huge new opportunities. Essentially, it’s designed to help decision-makers (like you) address key reporting challenges to work smarter. And here’s how.

What is Google Analytics 4 (GA4)?

Times are changing. Universal Analytics (the version of Google Analytics you’re probably using right now) is being replaced by Google Analytics 4 (or GA4, as we like to call it).

GA4 is designed to get you better ROI from your marketing over the long term. Using machine learning, GA4 captures insights about your customers across a range of devices and platforms. It’s privacy-centric design also gives you peace of mind knowing you’ve got analytics you can rely on in a post-cookies world.

Basically, GA4 is your ticket to understanding the bigger picture of your customers.

Why you need to make the shift to GA4

So, what does the arrival of GA4 mean for your reporting? Here’s a snapshot of what you’ll score once you make the switch:

  • Machine-learning at its core: with GA4, you’ll automatically score helpful insights about your customers (rather than having to trawl through minds of data to look for it). Plus with predictive metrics, you can keep your team up-to-date with data trends so you’re always one step ahead. Essentially, the most important insights come to you.

  • Cross-platform insights: GA4 gives you a complete understanding of your customers across devices and platforms. No more “Tom on Mobile” and “Tom on Desktop” and “Tom on his tablet”, it’s all the same Tom and GA4 knows it!

  • Privacy-centric design: even as industry changes (like restrictions on cookies and identifiers) come into effect, this next gen Analytics allows you to keep your customers, legal team, and data nerds happy. It’s a win-win-win for all.

By moving from a session-based to an events-based model, you’ll have greater flexibility in your reporting and be better positioned to predict customer behaviour, too.

How GA4 can help your business succeed

Your reporting is only as powerful as the data you’re collecting about your customers.

In an era of increased challenges and heightened privacy regulations, GA4 gives you a way to fill in the gaps. And instead of filtering through stacks of different reports, GA4 uses a streamlined reporting interface to let you easily spot trends and irregularities in your data.

By making the switch to GA4, you’ll score a cross-channel view of the customer lifecycle and benefit from predictive analytics to empower proactive, data-driven decision making.

Ready to make the shift to GA4? We can help kick off your set-up from event configuration to auditing as well as enhanced reporting so you’re set up for success from day one. Get in touch with us and let’s put your reporting challenges to bed with Google Analytics 4.

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